Improving marketing collateral processing in a retail company

Date of Publication

2016

Document Type

Master's Thesis

Degree Name

Master of Business Administration

College

Ramon V. Del Rosario College of Business

Department/Unit

Decision Sciences and Innovation

Thesis Adviser

Raymund B. Habarada

Defense Panel Chair

Maria Victoria Tibon

Defense Panel Member

Reynaldo Bautista
Analiza Castro

Abstract/Summary

In retail, visual merchandising plays an important role in attracting and engaging customers towards making a purchase. It involves the display of merchandise along with printed forms of communication. (Gilbert, 2003, p.204)

City Retailers is a local retailing company that owns the local franchise of City Sneaks, an American shoe brand that operates in stores nationwide. Visual merchandising is very important for City Sneaks. In fact, they are known for their unique way of displaying merchandise. Marketing collaterals play a large role in bringing in customers to the store because they callout the latest styles and sales promotions.

This action research was conducted to address the issue of incomplete and delayed deliveries of marketing collaterals to the stores. City Retailers collateral delivery system has not been able to keep up with the fast growth of the company.

Through the action research process, the City Retailers marketing team was able to determine the root cause of the problem. There appeared to be a lack of congruence between the people and the system. As a result of this research, the team was able to reduce the incidents of incomplete deliveries and shorten the processing period.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG006638

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

1 computer optical disc ; 4 3/4 in.

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